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New Music Company gamma Could Revolutionise How Artists Release Content

Artists ‘shouldn’t have to jump through multiple hoops to express themselves’

Music company gamma is a modern media firm that was created to revolutionise the way artists create, distribute, and monetise their content and brand.

The company was founded by former Apple Music global creative director Larry Jackson and veteran music executive Ike Youssef with financial backing from Eldridge, Apple, and A24.

“The power of intellectual property and creative expression cannot be contained to any one format,” said Jackson. “The artists shaping today’s culture not only create music, but also video, film, podcasts, fashion, and more. They shouldn’t have to jump through multiple hoops to express themselves.”

The co-founder added that, “gamma is built with the flexibility and aptitude that creators need to connect with fans on all formats and across all channels – with transparency and no restriction. We are a progressive media company powered by the best-in-class content distribution and analytics software by way of our Vydia acquisition. And central to its core, gamma is an ideas company.”

Three main capabilities

The new music company operates in connected business segments from recorded music, visual content, media, creative agency, and direct-to-consumer products. The multimedia platform’s capabilities revolve around three pillars:

Content Creation – For artists who are interested in recording and distributing an album, composing new music, producing short or long-form visual content, developing a podcast, or launching a consumer products business, gamma will support them with the means and resources to execute their vision.

Content Distribution – The company will also provide creators with an unrestricted ability to publish and distribute audio-visual content on a global basis using Vydia, a music technology it acquired in December 2022.

The Artist-Centered Enterprise – Through direct engagement with their fans and a global reach that no longer relies on traditional advertising, gamma provides the resources, capabilities, and experience to help artists develop their business vision and accelerate its execution.

“We’re excited to see Larry’s vision come to life with gamma,” said Oliver Schusser, Apple’s Vice President of Apple Music. “We’re always looking for new ways to support creators, and we can’t wait to see what talent across music, video, podcasts, and more dream up.”

Written By

Isa Muhammad is a writer and video game journalist covering many aspects of entertainment media including the film industry. He's steadily writing his way to the sharp end of journalism and enjoys staying informed. If he's not reading, playing video games or catching up on his favourite TV series, then he's probably writing about them.

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